Brookston Beer Bulletin

Jay R. Brooks on Beer

  • Home
  • About
  • Editorial
  • Birthdays
  • Art & Beer

Socialize

  • Dribbble
  • Email
  • Facebook
  • Flickr
  • GitHub
  • Instagram
  • LinkedIn
  • Pinterest
  • RSS
  • Twitter
  • YouTube
Powered by Head Quarters Built on WordPress
You are here: Home / Art & Beer / Beer In Ads #2330: Morale, Just A Letter From The Folks

Beer In Ads #2330: Morale, Just A Letter From The Folks

July 7, 2017 By Jay Brooks


Friday’s ad is by the Brewing Industry Foundation, from 1942, part of a series of ads the beer industry undertook during World War 2 under the title “Morale is a Lot of Little Things.” It was one of the first concerted efforts by the brewing industry after they were getting back on their feet after prohibition finally ended around a decade before. The series tried to show support for the troops and help with morale at home. And it must have worked, because the campaign won awards at the time. In this ad, “there’s Bill reading that letter again.” In most of these ads, they talk about writing letters, which must seem odd to a generation who never writes letter at all; texts, e-mail, etc. but the thrill of getting and reading a handwritten letter in the mailbox is lost today. I can’t remember the last time I wrote a personal letter, either, so it’s me as well. But I do miss them a bit. Sometimes I think not all progress has been for the better. And I imagine a letter from your folks while hundreds of miles away, fighting in a war, which be a pretty meaningful letter, with or without a “cool, refreshing glass of beer.”

morale-time-11-02-1942-014-M5

Filed Under: Art & Beer, Beers Tagged With: Advertising, Brewers Association, History



Comments

  1. moepeppers says

    July 9, 2017 at 8:34 am

    What’s with the excavator…and the snowshoes on the wall?

Find Something

Northern California Breweries

Please consider purchasing my latest book, California Breweries North, available from Amazon, or ask for it at your local bookstore.

Beer Bulletin Email

Enter your email address to receive daily digests:

Recent Comments

  • Martyn Cornell on Historic Beer Birthday: Anton Dreher Jr.
  • Martyn Cornell on Historic Beer Birthday: Anton Dreher Jr.
  • Martyn Cornell on Historic Beer Birthday: Anton Dreher Jr.
  • Lucy Corne on Beer Birthday: Lucy Corne-Duthie
  • Kendall Staggs on Beer In Ads #4341: Miss Rheingold 1955 Filling Yuletide Requests

Recent Posts

  • Historic Beer Bornday: Fraggle March 26, 2023
  • Beer In Ads #4391: Pick The Girl Who’ll Win Miss Rheingold 1957 March 25, 2023
  • Beer In Ads #4390: Which Will You Elect Miss Rheingold 1957? March 24, 2023
  • Beer Birthday: Jim Crooks March 24, 2023
  • Beer In Ads #4389: Miss Rheingold 1957 Finalists In The News March 23, 2023

Tag Cloud

Advertising Anheuser-Busch Announcements Bay Area Belgium Brewers Association Brewing Equipment Budweiser Business California Christmas Europe France Germany Guinness Health & Beer History Holidays Hops Humor Infographics Kegs Law Mainstream Coverage Miller Brewing Northern California Pabst Packaging Patent Pennsylvania Press Release Prohibitionists Rheingold San Francisco Schlitz Science Science of Brewing Sports Statistics The Netherlands UK Uncategorized United States Video Washington

The Sessions

session_logo_all_text_1500

Next Session: Dec. 7, 2018
#142: One More for the Road
Previous Sessions
  • #141: Future of Beer Blogging
  • #140: Pivo
  • #139: Beer & the Good Life
  • #138: The Good in Wood
  • #137: German Wheat
Archive, History & Hosting

Typology Tuesday

Typology-png
Next Typology:
On or Before March 29, 2016
#3: Irish-Style Dry Stout
Previous Typologies
  • #2: Bock Feb. 2016
  • #1: Barley Wine Jan. 2016
Archive & History

This month’s posts

March 2023
S M T W T F S
 1234
567891011
12131415161718
19202122232425
262728293031  
« Feb    

BBB Archives

Go to mobile version